First, it was necessary to understand what a Latin American company should express in terms of cultural image to truly connect. So, what Latin America identity is about?

Besides Latin America’s culture is in constant evolution, there is something that brings people together: their passions. Joy, rhythm, mixture, positivity and beauty are the “different energy” of Latin America.

The recent born LATAM created to be the “Continent Ambassador” and to “take dreams and people always further” had a cultural opportunity of tapping this feeling and becoming the most important instigator for Latin American culture: by investigating our origins, celebrating our present, instigating our future and leveraging this image to the world.

Creative Idea:

To be a CULTURAL ACCELERATOR of Latin America.

Vamos/LATAM delivers content over an integrated ecosystem along 11 different channels (website, Facebook, instagram, YouTube, Newsletter, Spotify, VIP Lounges, In-flight magazine, Overhead Screens, LATAM Entertainment App, Personal Screens) and in 3 languages (Spanish, Portuguese and English). Also, to remain locally relevant to people and meet regional marketing needs, content (including UGC), may be used by all markets.

Besides the branding aspect, the whole platform has also a clear commercial function to boost revenue as all the content is linked to LATAM´s products (tickets and packages) and website (e-store).

Moreover, this integrated branded content platform is also a media ecosystem to other brands, as most of the channels are also monetized as media inventory.

In the past year, Vamos/LATAM has produced 9 thousand content pieces on 80+ cities on where to sightsee, eat, shop and dance, ranging from snack contents such as simple lists to immersive experiences, both in digital and offline channels, inside and outside the plane.

So far, Vamos/LATAM has reached expressive results. Please check "Confidential information for the jury" to see the results.